In this video I will show you how to increase your traffic and conversions
more quickly and with less effort using long tail keywords. Now I know that
choosing the best and right long tail keywords for your specific
niche and project can be quite difficult and daunting at times
but in this video I'll outline some examples and best practices that you can
use to find the best keywords that will give you the
results that you want
Hey, everyone! I'm Chiara from SEMrush and in this video we will see
what exactly are long tail keywords why are they so important to increase your
traffic and conversions and how you can find the best ones using
some SEMrush and non-SEMrush tools, but I suggest you stay until the very
end of the video because after the section about the tools
I will also show some alternative methods that do not use
any specific tools that are free and available for literally
everyone so be sure to stay until the end!
If you look at this example, you will understand
immediately why they're called this way: they take their name in fact from a
graph of Google's search results. A few terms which are
called "the head" of the graph are searched frequently, like in this
example "tomato plant". The majority of the searches, though, which are the tail of the
graph are the longer keywords like "why are my
tomato plants turning yellow" and they answer much more specifically
to the search intent of the user. So let's pretend you have a blog about
gardening, if you try and rank for words like
"tomato plant" it will take you an incredible amount of time and effort
because as you can see the average monthly searches are around
22 000 but if you try and rank for words like
"why are my tomato plants turning yellow" you can see that the average monthly
searches are way lower but the conversion rate is way higher.
So we can say that long-tail keywords are keywords that have
a low search volume but a very specific intent, in fact if you try and rank for
keywords like "coffee" or "marketing" it will take you an incredible amount of
time effort and money and it's not even
guaranteed that you will make it because usually the first positions are
held by giants of the niche that are quite impossible to beat, but if you
will try and rank for less search keywords like "how do i make
great coffee at home" or "what do content marketing agencies do"
this will give you a much higher chance both in terms of money
effort and time to position and rank in higher positions in less time.
Why long-tail keywords are key for boosting traffic and conversions
well first of all it's much easier to rank. If you try and rank for
just as i said before a head keyword like "marketing"
"coffee", "football", "macbook" and stuff like that it's gonna be almost impossible
but if you try and target long tail keywords that are specific for your
niche it will give you a much higher chance
Number 2: a more targeted audience someone who's
looking for a long tail keyword is probably ready to make a commitment
or to make a purchase because these keywords
just as I said before are very specific. These people already know what they want
they just need to find it so they might find you!
Number 3: less expensive advertising just as I said before it's going to be
really complicated to rank for head keywords because everybody is already
trying to rank for those and in Google Ads they are probably very
very expensive. What you should do is to try and rank
for long tail keywords because also in Google Ads
these keywords will be much less expensive. How can you find
the best long tail keywords. There are some principles that can help you create
a list of the best long tail keywords that will help you
increase your traffic and conversions but before we find those I need to ask
you two questions and you need to be ready to answer them the first one is
what kind of people are exactly looking for what you're
offering? Once you know this it will be much easier to identify your
target audience and it would be much easier to identify the right
keywords that will trigger them to make an action on your website to
purchase or commitment. The second question is why exactly
should they choose you over your competition? What is your
competitive advantage? Because it should be something that is
already clear when people are googling for something
if they find you have you used the right keywords that already make them
understand what you're about and why you're better
than your competition. Tools to find lists of potential
keywords I'm gonna give you now a small list of
tools that you can use to create great lists of long tail keywords and
these tools are keyword magic tool topic research
keyword gap tool and google ads keyword planner but just
as I said in the intro be sure to stay until the very end of
this video because after I'm done with these four tools I'll share with you
some alternative methods that you should definitely not miss now
let's start with the keyword magic tool with the keyword magic tool you can
input keywords and select your country and SEMrush will provide you with a list
of keywords that are correlated to your seed keyword here for example I
have put "tomato plant" let's pretend I'm interested only in
how to grow tomato plants so I can check
all the words correlated with "grow" like "can I grow tomato plant in a pot"
"can i grow tomato plants in pots" as you can see here
variations which are extremely important. All these keywords have a very
low search volume but you can also see that they don't cost anything because
their cpc is 0 and they also have a lot of SERP
features: feature snippet, reviews, video carousels,
adwords top, site links. All of these that you can actually try
and trigger by using these keywords inside of your
content and if you want some more long tail ideas
you should definitely check the topic research tool which is a tool that will
allow you to find correlated topics related to your
queried long long-tail keyword in topic research I have inserted here
as my keyword "grow tomato plants" of course it's
always best to start already with the long tail keywords that
we have found maybe in the keyword magic tool so what I'm
given as a result is a list of related keywords and recent
headlines related to my keyword in a card format
as you can see here "potting soil", "cherry tomatoes", "room temperature"
and so on if I click one of these cards I will see on the left a list of
headlines related to the topic and the subtopic
of my main keyword and on the right a list of questions
that the users have already searched in google related to my topic and subtopic of
course I don't think I need to stress the importance of knowing already what
the customer pain is so that you can answer using these
words and these questions inside of your content so that you can
take advantage of these and answer to the user search intent now
let's move to the keyword gap tool which is a super useful tool to understand
what the competition is doing, in this tool in fact you can put your domain
and compare it immediately with four of your competitors domains
you will see which keywords you have in common which keywords they rank for that
you don't and it will give you a lot of insights
on which keywords they're targeting so to check the keyword gap tool let's
try with a little bit of different example
here I've put as the root domain petsupermarket.com
and the tool has already given me a couple of automatic
competitors found of course by the tool and here below
I will see a list of shared keywords that all three
domains share now as you can see for example for self-serve dog wash
pet supermarket is not in top 10 but pet supplies and pet value.com
they are both in top 10 actually in top 5
so what I can do is add these keywords to the keyword manager in the "dogwash"
list as you can see and I can do that with many other
keywords that I can find in this very simple view in comparison
with my competitors. Once I have found the keywords that I
want to try and rank for because I have seen that my competitors are doing
better than me I can use these keywords and put them
back in the keyword magic tool and try and see which correlated
keywords I can get as results that I could maybe use into some of my
content so that I can try and rank better than I
did before and maybe take some positions from my competition
Google ads keyword planner: inside your google ads account keyword planner
presents you with the two options "discover new
keywords" and "get search volume and forecast"
with these two options you can actually get insights into different search terms
and see the estimated volume of clicks and impressions
you could receive if you ran ads with these keywords
when you use this tool for keyword research you can search for terms
and brands enter a domain to use as a filter
and use other filters if you want to for an even more targeted search
for even long tail keyword ideas the tool will generate a list of
keywords for you and it will also tell you how much google ads competition
there is for each keyword and how much you can expect to pay per click
even if you're not planning to run a google ads campaign
this gives you a very good idea of how much
each keyword is worth and how difficult it will be to rank for each keyword in
organic results so if you want to start and just get an
idea I think that google's keyword planner is
definitely one of the best places to start.
Now I know that what I'm about to say might sound a little old-fashioned or
unorthodox but there are some alternative methods
and some very easy tricks that don't require any tools for example
google's auto complete feature when you start typing something into google
search box it will already show you a drop-down list of terms that people
are already searching for and add extra words to your search them to generate
more long-tail possibilities you can even adjust
an extra tiny letter after you search them
to see different autocomplete keywords as you can see here I have just
started writing "best content marketing p" and I already have podcasts platforms
practices programs so that I already know that
there are at least three different ways I could go: podcast
platforms and practices. Another alternative method
is to check google's people also ask if google is showing what people ask
there is something to learn when you do google searches always
review the section of the serps and if I click on it I will get blog
post an article that actually enters that
specific query so once we have found the keywords with
or without the tools doesn't matter we should go over the list again and try
and keep in mind the user search intent: what were these
people looking for when they searched these long tail keywords? what
stage of the buying process where they at?
what would they hoping to find? and most of all
does your content answer the questions that they have?
and a bonus tip pretty important it doesn't matter how good the long tail
keyword you found is if it doesn't answer a specific
question if it doesn't answer to a need of your
target audience it's not gonna help you it's actually
gonna annoy the people that find your content because it
doesn't answer to that question so don't use it doesn't matter how good
it is and last but not least actually the most
important thing probably of this whole video
is that you should use your long tail keywords effectively
what do I mean with effectively? they should look natural inside of the text
your content your blog post or whatever shouldn't be looking like
it has been written by a robot because the users will notice that
they will leave your website annoyed leaving you with no traffic
and no conversions. Use them naturally put them in the title in the header in
the sub header and preferably even in the first paragraph
and the first sentence I know that you might have some
questions about this like for example my long-tail keyword doesn't fit my title
or it doesn't sound nice in the sentence it sounds weird
well I can only tell you to get as creative as you can use variations
punctuations turn the sentence in a different way so
that you can actually fit that keyword there
and if it doesn't fit the title in any possible way even turning and using
variation well just don't worry too much what's important is that you never
sacrifice the usefulness and the readability of your content
because the user is always always the most important thing
and that's it that's how you increase your traffic and conversion
finding the best long tail keywords for your project
and let me know in the comments below if you have used any of the methods I
outlined before if you have used any of the tools or in
general what is your workflow I'm super curious so I'll be waiting for you
in the comments and also don't forget to look
in the description because as usual I'll be putting there some super
useful content resources blog posts videos so just
check the description it's always worth it and if you like this video
please don't forget to subscribe to the channel and activate the
notification bell so that you never miss any of the content that will be
posted thanks a lot for listening have a nice day and i'll see you in the
next one, ciao!